social media in the utilities sector
TRANSCRIPT
11 -12 APRIL
2016
www.socialmediautilities.comRegister online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
HIGHLIGHTS FOR 2016:
• Understand how social media is key to business development
• Benefit from roundtable discussions to benchmark against peers’ social media strategy
• Learn from case studies on crisis management and containment
• Discover how to integrate social media into the rest of your business
• Transform your business: Study how to make your organisation more social
SMi Presents the 5th Annual Conference on…
Social Media within the Utilities SectorEmploying social media to transform your business and improve customer relationships
BOOK BY 18TH DECEMBER AND SAVE £400 • BOOK BY 29TH JANUARY AND SAVE £300 • BOOK BY 29TH FEBRUARY AND SAVE £200
@SMiGroupUtilities#UtilitiesSocialMedia
CHAIRS FOR 2016: • Giuseppe Caltabiano, Vice President Marketing Integration -
Content, Social Media, PR Strategy, Schneider Electric• Wendy Eyre, Social Media Manager, E.ON
KEY SPEAKERS INCLUDE: • Corinna Allen, Head of Communications,
Southern Water Services Ltd • Phil Young, Head of Online, Transport for London • Marina Hunt, Manager Customer & Business Performance, ESB Networks• Jane Goddard, Head of Marketing and Communications,
Energy Saving Trust• Laura Hopperton, Digital Content Manager, South East Water Ltd
B: Joining Social Inside with Social Outside: Creating the Infinity Loop for 21st Century Organisations
Hosted by: Cerys Hearsey, Lead Consultant, PostshiftEa Ryberg Due, Consultant, Postshift
13.30 – 17.30
A: Containing and Managing Crisis on Social Media
Hosted by:
Hannah Walsh, Senior Consultant, Hill+Knowlton Strategies
08.30 – 12.30
PLUS TWO INTERACTIVE POST-CONFERENCE WORKSHOPS I WEDNESDAY 13TH APRIL 2016
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Holiday Inn Kensington Forum, London, United Kingdom
Holiday Inn Kensington Forum, London, United Kingdom
CASESTUDY
Social Media within the Utilities Sector Day One | Monday 11th April 2016
8.30 Registration & Coffee
9.00 Chairman’s Opening Remarks
Giuseppe Caltabiano, Vice President Marketing Integration -
Content, Social Media, PR Strategy, Schneider Electric
SOCIAL MEDIA – THE KEY TO SUCCESS FOR UTILITY COMPANIES
KEYNOTE ADDRESS
9.10 Social media – what’s the point?
• Case study of South East Water’s turnaround to become a
social business
• Challenges of getting senior management on board to
understand the importance of it
• Steps involved in the change process
• Creating and updating your social media strategy
Laura Hopperton, Digital Content Manager,
South East Water Ltd
9.50 Devising an effective social media strategy
• Social media on a shoestring – doing it well for less
• Reinforcing your brand values on social and developing
your voice
• Engagement – breaking the cycle of complaints
• Social media teams or teams that do social media?
Paul Sergeant, Online Community Manager, Ecotricity
10.30 Morning Coffee
11.00 A walkthrough on crisis management
• Case study of how a crisis panned out over social media
• Handling the fallout – damage limitation or put your hands
up?
• Learning from your mistakes
Session reserved for sponsor
11.40 Evaluating and measuring the success of your social media
campaign
• What is success and how is it achieved?
• How to determine which metric of measurement is right for
your organisation
• How to reach and engage with the right customers on
social media
Conor Barron, Digital Communications Manager,
Bord Gais Energy
12.20 Networking Lunch
LOOKING AFTER YOUR CUSTOMERS IN AN ONLINE ENVIRONMENT
13.20 Customer engagement: Why social media is key • Exploring the successful Carbon Monoxide campaign and
rebranding process • Customer engagement – using YouTube to turn a negative
• Corporate buy-in • Where to next? Bernard Mooney, Customer Care Manager, Gas Networks Ireland
14.00 The customer is always right: Establishing customer relationships on social media
• Find out how to respond and engage with your customers• Employing a multi-channel approach to customer service • The sky is the limit: Why you can never do too much for the
customer on social mediaMarina Hunt, Manager Customer & Business Performance, ESB Networks
14.40 Integrating social into the wider digital customer experience• Ensuring synergy across your social media feeds• Why an integrated digital experience is now essential • How to ensure success when collaborating across your
digital platforms Toni Calder, Marketing and Brand Manager, UK Power Networks
15.20 Afternoon Tea
FORWARD THINKING – WHERE NEXT FOR SOCIAL MEDIA IN THE UTILITIES SECTOR?
15.50 What can the utilities sector learn from the transport sector?
• Putting customers at the centre - TfL’s evolving customer strategy• Delivering authentic and human interaction at scale
through social media• Where TfL are heading in digital and social media• Key learnings Phil Young, Head of Online, Transport for London
PANEL DISCUSSION:16.30 Social Media: Why the possibilities of data are endless
• Turning data - big and small - into huge business opportunities
• Unlocking the potential of your digital data• A guide to social intelligenceModerated by: Conor Barron, Digital Communications Manager, Bord Gais EnergyPanelists: Toni Calder, Marketing and Brand Manager, UK Power Networks Laura Hopperton, Digital Content Manager, South East Water Ltd
17.10 Chairman’s Closing Remarks and Close of Day One
Supported by
Register online at www.socialmediautilities.com Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
SPONSORSHIP OPPORTUNITIESSMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing strategy.
Should you wish to join the increasing number of companies benefiting from promoting their business at our conferences please call: Andrew Gibbons on +44 (0) 20 7827 6156 or email [email protected]
U-047 SM Utilities.indd 2 12/8/15 1:07 PM
into a positive for customers and Gas Networks Ireland
Social Media within the Utilities Sector Day Two | Tuesday 12th April 2016
8.30 Registration & Coffee
9.00 Chairman’s Opening Remarks
Wendy Eyre, Social Media Manager, E.ON
OPENING ADDRESS
9.10 Turn and face the changes: Regulating in the social age
• The changing approach to regulation in the utilities sector
• Changing perceptions of regulation over social media
• How to navigate the changing environment?
Angela Maher, Digital Communications Manager, Ofwat
9.50 Why we can’t afford to sit still: What’s next for social?
• Key themes of social business
• Employee advocacy
• What is social sign in?
Wendy Eyre, Social Media Manager, E.ON
10.30 Morning Coffee
THE BIGGER PICTURE:
BEYOND CUSTOMER SERVICE AND ENGAGEMENT
11.00 A social utility company
• The social customer
• How can social media drive corporate agility?
• More than just a utility company
• Engaging content outside of customer service
Corinna Allen, Head of Communications,
Southern Water Services Ltd
11.40 Creating a social company from the inside out
• Connecting internal and external social engagement
• How can social teams cultivate a network of change
• How to encourage employee advocacy
Lee Bryant, Founder, Postshift
12.20 Networking Lunch
13.20 B2B vs B2C – what’s the difference?
• Distinguishing between the different wants and needs of
your customers
• The rules of engagement: How to adjust your social strategy
for business customers
• The internal and external use of digital and social media
Giuseppe Caltabiano, Vice President Marketing Integration -
Content, Social Media, PR Strategy, Schneider Electric
14.00 Brand management – the essential guide
• Transforming the image of your brand
• Content: What, where and why?
• Digital asset management
• Social media: The gateway to your online portfolio
Jane Goddard, Head of Marketing and Communications,
Energy Saving Trust
14.40 Delivery of a successful, in-company content, social
media and public relations marketing programme in the
energy sector
• Integrating social media and marketing into a power
engineering company setting
• Understanding and measuring success
• Case study of Clarke Energy’s social media success
Alex Marshall, Group Marketing & Compliance Manager,
Clarke Energy
15.20 Afternoon Tea
PANEL DISCUSSION:
15.40 New horizons: Utilising digital marketing to
enable business development
• Using social media to research and unlock new customer
markets
• Unchartered territory – safely navigating new environments
online
• When to take risks and when to play it safe
• Improving customer reach and retention
Moderated by: Wendy Eyre, Social Media Manager, E.ON
Panelists:
Lee Bryant, Founder, Postshift
Jane Goddard, Head of Marketing and Communications,
Energy Saving Trust
16.20 Social media in choppy waters – sink or swim
• How social listening can guide your approach
• To engage or not to engage?
• Focused on the customer and ‘Proving the Utility’ with social
media customer care and customer communications
• Managing criticism and moving forward
Kevin Byrne, Social Media Specialist, Irish Water
Richard O’Headhra, Channel Management and Analysis
Specialist, Irish Water
17.00 Chairman’s Closing Remarks and Close of Day Two
Containing and Managing Crisis on Social Media
Led by Hannah Walsh, Senior Consultant, Hill+Knowlton Strategies
Supported by
Register online at www.socialmediautilities.com Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
MARKETING OPPORTUNITIESAre you interested in promoting your defence services to a targeted industry sector? SMi offer tailored marketing packages so that your
association/publication can gain access to a global market and key decision makers in the defence market. Contact Ina Luft on +44 (0) 20 7827 6732 or email [email protected]
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Overview: The training session aims to provide participants with the confidence to handle scrutiny from social media users in the most challenging of circumstances and to test their incident response skills and familiarity with social platforms.
Benefits of Attending: • Training from emergency response and crisis
communications specialists • Practical exercise to test your response capability• Learn how to effectively manage and resolve crisis
on social media • Opportunity to trial stress-test on behalf of your
business
Agenda08.30 Registration and coffee 09.00 Opening remarks and introduction
09.15 Containing, managing and responding to crisis when it strikes
• Best practice emergency and crisis management
• How to do it – or not: Learning from others • How social media has changed issues
management
09.45 Flight School (Crisis simulation) • How to use the Flight School simulation programme
10.05 Coffee and networking break
10.20 Flight School (Crisis simulation) • Practical simulation exercise based on a
topical crisis scenario
12.00 Debrief• Learnings and feedback • Best practice recommendations
12.30 Close of workshop
About the workshop host:Hannah Walsh is a senior consultant in Hill+Knowlton Strategies London’s Issues + Crisis team. A trained journalist with a background in consumer and corporate PR, she advises firms in various sectors on a wide range of reputation issues. She regularly provides senior counsel to UK-based and global clients, managing high profile issues and crises, focusing on reputation risk, corporate and brand positioning.
In addition to providing issues and crisis counsel, Hannah also devises and delivers large-scale crisis simulations and trains companies in how to handle communications in the event of a crisis or emergency, as well as social media and community management.
About the organisation:Hill+Knowlton Strategies Issues + Crisis Management team has unrivalled success in protecting and defending brands and organisations. We safeguard the reputation of our clients, who range from global brands, multinationals and public sector organisations to small independents, by deploying meticulous preparation, bespoke training and perfectly-pitched responses to a wide range of audiences.
www.hkstrategies.com
HALF-DAY POST-CONFERENCE WORKSHOP AWednesday 13th April 2016
08.30am - 12.30pm
Containing and Managing Crisis on Social Media
Led by Hannah Walsh, Senior Consultant, Hill+Knowlton Strategies
Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
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Holiday Inn Kensington Forum, London, UK
SMi Satellite and CommunicationsEvent Planner
Overview: This workshop will explore the role of digital transformation in driving organisation’s to join together their internal and external social initiatives, the paradigm shift taking place in change management and the role of change agent networks in delivering iterative, responsive solutions to the organisations needs. Interactive exercises are used throughout the workshop to allow the leaders to share their experiences with others in the workshop, in addition to the examples explored by the facilitators.
Benefits of Attending: • Learn about trends in digital transformation and change
management• Assess the advantages to joining together internal and
external social initiatives• Understand your role as a change agent in driving your
organisation towards new capabilities• Explore how the role of a change agent can advance
you towards leadership roles within your organisation
Agenda13.30 Registration and coffee14.00 Opening remarks and introduction14.25 Introduction to digital transformation
• What is digital transformation?• The role of social technology inside and out• How digital transformation is changing how we
think of organisations14.45 Improving social on the outside, linking to social on the inside
• Organising for social (outside > in)• Acting on customer voice (inside > out)• What new capabilities does an organisation
need, that are not possible until social inside and outside are joined?
• What structures, cultures and practices can we create when they are joined?
15.25 A new approach for organisational change• Current change programmes are broken• In search of a new model• Exercise: What barriers do you experience in
your organisations when implementing change through social business?
15.45 Coffee and networking break16.25 Building a network of change agents
• What makes a successful change agent?• What do they need from the organisation to
succeed?• Growing a wider network of support• Exercise: What tactics have you used to
implement change in your teams and organisations?
16.45 Framework for delivery and measuring success• Creating org health measures• Gathering feedback on progress• Driving rapid, small-scale change in your
organisation17.00 Closing remarks17.30 Close of workshop
About the workshop hosts:Cerys Hearsey is the Lead Consultant at Postshift, and has implemented social initiatives, both internal and external at a range of organisations including Bosch, Bombardier Transportation, Schlumberger and Adidas. She has also helped organisations to build change agent networks to deliver organisational change and embed new ways of working.
Ea Ryberg Due is the Consultant at Postshift focusing on digital transformation, social business strategy and organisational design. She has direct experience with clients across a range of different industries: manufacturing, financial services, telecommunications, entertainment, consumer goods, brand- and product development.
About the organisation: Postshift is a research, software and consulting firm. We are dedicated to supporting global organisations engaged in delivering digital transformation, social business, and technology-enabled modernisation programmes.
www.postshift.com
HALF-DAY POST-CONFERENCE WORKSHOP BWednesday 13th April 2016
13.30 - 17.30
Joining Social Inside with Social Outside: Creating the Infinity Loop for
21st Century OrganisationsLed by: Cerys Hearsey, Lead Consultant, Postshift
Ea Ryberg Due, Consultant, Postshift
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Holiday Inn Kensington Forum, London, UK
SOCIAL MEDIA WITHIN THE UTILITIES SECTOR Main Conference: 11th and 12th April 2016, Holiday Inn Kensington Forum London, United Kingdom Post Conference Workshops: 13th April 2016
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